General Living Systems Theory and Marketing: A Framework for Analysis

R. Eric Reidenbach · Terence A. Oliva

59 citations0/0 files storedJournal of Marketing

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Management Theory and Practice Marketing and Advertising Strategies Complex Systems and Decision Making

Abstract

Changes in the nature and scope of marketing require a more holistic and flexible framework for analyzing marketing phenomena. Miller's General Living Systems Theory is offered as such a framework.

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1973Marketing Management: Analysis, Planning and Control 1978Basic Marketing: A Managerial Approach 1973A Model of Industrial Buyer Behavior 1976The History of Marketing Thought 1974The Identity Crisis in Marketing

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